A Tactical Approach to Content Marketing Special Report includes:
People research before they buy. The average shopper used 10.4 sources of information to make a purchase decision in 2011, up from 5.3 sources a year earlier, according to a study from Google and Shopper Sciences.
Content marketing fits this trend. Marketers supply an assortment of content pieces - from blogs and webinars, to whitepapers and videos - to help shoppers and corporate decision makers solve problems and learn how their companies can help.
Content marketing is not a direct sales strategy. It is a gradual and ongoing strategy, which makes it harder to execute well and measure effectively. Brands need to systematically work to understand where their customers are in the buying cycle, where they can insert their content, and what the return will be for their efforts.
Bottom Line: the more relevant the content, the better the chance of connecting with customers and improving results.
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